In the world of Web 2·0, the process surrounding vision, research, exposition and image differ slightly, even if the ingredients of brand equity remain the same. Loose vision, informal research and tapping into consumer advocacy all play a critical role.

1. Branding unites people’s passions. People are not born financial creatures. We recognize that revenue and returns on investment do not concern the majority of people. Branding respects that we are passionate people who are inspired and who have freedom. Therefore, branding activities must be human and humane. Branding, not numbers, provides the interface between